How to do Copywriting in 10 Easy Steps Task #1 – Main Page Content [Lynn] Each of the following pages needs typical content. (Attention Getting Headline problem focused if possible, problem/solution for target market, something that underscores credibility i.e. all the books we’ve written/clients we worked with, call to action.) *Note that we should have at least “semi-clever names” - Results e-Series <<< is e-Series right? Maybe “Action Results Guide”* dunno? The description should tell people that they will get answers to the 5 questions and the 11 minutes per day action plan (it could outline it…or just say, “trust the chef”. - Monday Motivation* daily/weekly conference call. could be 1 segment or multiple over an hour. (for members/people who bought course only) - Answers “Quick Dirt” “Sweet Scoop” “inside scoop” “ People ask questions. We post answers regarding what they should know/the bottom line. (page of blog posts tagged as answers) - Actions “Action Pop”* People ask how to ____. We post answers regarding what they should o. One-off issues. (page of blog posts tagged as answers)

7 Components for Creating Your Main Marketing Message To create your main marketing message, consider the following as a rough script that you can follow for either a written or verbal marketing message. 1. Who you serve (determines the language you speak to your audience in, as well as defines focus of your solution) 2. Their challenge (the issue confronting your potential / current clients and why they are looking to hire you / find a solution) 3. The consequence they have from not having challenge handled (negative experience) 4. Your solution (simple, clear, easy to understand) 5. Benefits of your solution (not features / what / how – what they will actually get from working with you) 6. Timeframe (how fast they can expect results) 7. Credibility (why you are the best solution provider / your “secret sauce”) Example: I work with people who want to accelerate their personal evolution, access their innate wisdom and share it to express their highest purpose in the world through entrepreneuring. Often, the challenges facing such entrepreneurs include being ahead of the social curve with new and/or unexpected products and services, risking taking their special gifts and packaging them as a business product, as well as understanding their ability to move forward without feeling the security of enough resources, support and/or knowledge. Naturally, that leads to these ‘soul-based’ entrepreneurs feeling a little on the outside of the norm socially, like they are good at a lot of things but can’t figure ‘this’ out...

33 Important Copywriting Words and Phrases Your audience is stirred to action by the words and phrases you use in your copywriting. While you can see a lot of them in action at the grocery checkout headlines, here are the top twenty-five words and phrases you can use in your copy. best-kept secret new exclusive premier just revealed amazing attention at last insider secrets shocking vital breakthrough how to… if / then proven discover revealing face special offer exclusive special offer live younger free clever tactics 7 ways to… (insert #) easy way to… guaranteed surprising important first treat yourself urgent defy aging

11 Elements of Your Written Sales Message Remember that people read in two styles: by sub-heads, bullets and highlighted areas OR by reading all the information for the details. You want to appeal to both types of reader. 1. Headline (attention getting, benefit-filled) 2. Sub-head (brief summary of what you are offering) 3. Opening (overview, welcome) 4. Presentation of Problem or Challenge Along With Effect of It In Their World (problem / pain / impact of it) 5. Your Solution / Benefits of Solution (what they will experience and/or relief they will get) 6. Proof / Credibility (testimonials, your back story) 7. Guarantee (demonstrate your belief and integrity) 8. The “Close” (summarizing why they should purchase your solution) 9. The “Ask” for the Sale/Offer (what they should do / the call to action / include premiums and/or bonuses here) 10. Summary of What They Get 11. P.S. (address any key points that might cause them reluctance or hesitation in taking action)

3 Techniques for Writing Headlines Since you want your headline to be attention-grabbing and benefit-laden, here are three techniques you can use to create powerful headlines. 1. Solely About the Benefits Example: Who Wants to Be a Millionaire – the Easy Way? Note: Benefits must be unique to actually get attention in today’s saturated market. Example: Business Intuitive Reveals Insider Secrets to Making Money Faster and Easier! 2. Emotional Example: Are You Tired of Trudging Through Life And Barely Making It? 3. Combination Benefits / Emotional Example: They laughed when I said I was a catalyst, but when I read their life’s story in less than three minutes…

9 Headline Structures That Work 1. The Question: “Are You Afraid That Your Life Will Never Be What You Want?” Questions invite dialogue with your reader, and they will try to answer the question in their heads. Sometimes the question provokes them into wanting to know more, because your answer might be better than theirs. Ask questions that engage the conversation already happening in their minds, rather than asking something like: “Don’t You Want to Know What My Latest Program Is?” 2. The Transaction: “Discover Your Untapped Soul Power to Create Dramatic Positive Change and Focus Your Business Direction in 45 Minutes Or Less!” Ask something from your reader in return for a promised benefit. 3. The How-to: “How to Create a Successful Soul-Driven Business Easily” People want to know how to do things on their own; this is an example of a benefits headline technique. 4. The Command: “Start Your Entrepreneurial Business Today!” This is a strong benefits-driven statement that compels people into taking immediate action. 5. The Testimonial: “Lynn Scheurell’s Mentorship Has Doubled My Business in Less Than Three Weeks!” (Note: that’s a real one, by the by…) People like to be around success, especially success that other people like them have experienced. It’s the “real” story about what you do / offer. Let their words tell your story. 6. Specific Current Event: “How to Not Do Things “Stupidly” In Your Business” Tie into a current news trend and/or cite specific numbers or statistics in your headline for...

5 Questions for Compelling Headlines Ask the following questions about your headlines to make sure they are compelling. 1. Is your headline offering a reward for the reader to spend time / energy reading your sales copy? 2. Are there additional specifics that would make your headline stronger / more enticing / more credible? 3. Does your headline evoke a strong emotive response for the reader that they can take action on? 4. Does your headline get the reader to nod their head in agreement? 5. Could you add something intriguing to further induce your reader to move into your sales copy?

9 Sales You Must Make In Copy When writing copy, there are nine mini-sales that need to be made in your prospective client’s mind. 1. Attention: you have to get their attention. This happens with a strong headline. 2. Readership: you have to get them interested enough to actually read your marketing copy. This is done with sub-headlines, giving them the benefit up-front, showing them ‘the candy’. 3. Benefit: you have to give them the benefit(s) of your solution for them. This happens by going beyond the features to why it should matter to them and how it is relevant as a problem-solving product. 4. Credibility: you have to let them know why you know what you’re talking about by building trust, referencing testimonials and success stories, and being ‘real’. 5. Uniqueness: you have to show them that this is something they don’t already have and can’t get somewhere else. 6. Value: you have to demonstrate that your solution gives them a greater value than the cash they give you for it. 7. Safety: you have to let them know that their information is safe with you, that they can find you again after the purchase, that confidentiality is preserved. Use guarantees, privacy statements, and be sure your contact info is clearly visible. 8. Convenience: you have to make it easy for them to understand and easy for them to purchase. This happens through clear communication on what to expect and what to do next. 9. Now: you have to...

5 Points Your Offer Should Address Your offer must address the core of what your potential customer is looking to resolve; ask yourself the following questions to make sure your offer is strong and credible. • Is your offer believable? Does it go to the heart of their issue with a clear promise on what your solution can do and explain the ‘deliverables’ concisely? • Does your offer address a need or a want for your potential customer? A need is something that will have to be fulfilled so think of how your offer relates to their ability to meet their core survival needs (for example, people need to eat but they don’t need to wear a lot of bling – that’s a want). Be clear if you are fulfilling a want or a need, because to sell to a want takes more energy (your potential customer will feel compelled to justify fulfilling a want if they have pressing needs to take care of first). • How common is the type of solution you offer? If it’s fairly common in your industry, how do distinguish it so that it’s perceived as unique? • Can you demonstrate a specific return on investment? Potential customers want to spend a dollar and get at least two back – does your solution offer that kind of clear value? • How time-sensitive is your offer? Is this something they must get now or can it wait a few weeks (month, year…). Your offer needs to...

3 Ways to Get Testimonials Testimonials are the most powerful ad you can have working for your soul-driven business. They become your silent sales person, so you want to make sure they offer concrete, compelling information to your prospective client. Most clients don’t think to give you a testimonial without you asking them, so remember to ask! You might even want to write one for them based on their experiences or a quick phone interview and then ask for their approval to post it. Here are three keys to having solid testimonials. 1. Ask Your Clients to Share Their Results Prospective clients want to know what the results of your product or service will deliver to them. Ask your current clients to be as specific as possible in their actual results to get your prospective client’s attention and to increase the enthusiasm your prospective client has for your products or services. Examples: “Lynn Scheurell’s Catalyst on Call Program is awesome!” vs. “Thanks to What I Learned in Less Than Three Weeks From Lynn Scheurell’s Catalyst on Call Program, I Doubled My Business and Am Projecting to Triple My Income This Year. Thank you!” (note: this is a real testimonial) 2. Get Permission to Use Client’s Full Information Your testimonial will have more credibility by using your client’s name, headshot and other identifying information like city and state or even their business name and a hyperlink (which is also good to create a back link to their site); this makes them...